Dos Equis’ Most Interesting Man In The World Is Back — And This Time, His Backstory Is in Your Hands

(Photo: Dos Equis)

Dos Equis is revitalizing its The Most Interesting Man in The World mascot with an interactive campaign that places his backstory — or at the very least, his quips — in the hands of fans.

On Monday, the beer brand put out the call on Instagram, TikTok, X, Facebook and Threads, asking users to generate their own anecdotes about the famously suave mascot’s lore. Dos Equis will select three so-called “Legend Lines” between now and July, with the three winners having their words featured during the brand’s next campaign, slated to air during the College Football season.

The Most Interesting Man in the World, debuted by actor Jonathan Goldsmith in 2006, is an icon not only of beverage advertising but of early aughts meme culture at large. Goldsmith tuned into television screens for over a decade, reminiscing on far-flung anecdotes like the time he arm wrestled Fidel Castro and that other time he handfed a nest of egrets while ascending a cliff. In other words, the sky is the limit for fan-imagined myths.

Though Goldsmith retired from the role in 2016 and was briefly replaced by Augustin Legrand, Dos Equis announced the original actor’s return at the beginning of this year. The brand has only rolled out a handful of adverts so far, and this appears to be its biggest splash yet with Goldsmith back at the helm.

“One of the most memorable parts of The Most Interesting Man campaign has always been the legend lines featured on the TV commercials, and for years we’ve seen fans contribute to the iconicity of this campaign by writing their own lines on social and beyond,” Alison Payne, CMO at Heineken USA, remarked in a news release.

“That’s why now, we’re excited to reward fans for writing their own lines with a chance to author an upcoming TV commercial and win access to one-of-a-kind experiences, because we know that an interesting life is full of stories, and the most interesting stories are the ones we create together.”

The three winners will also unlock a handful of IRL experiences. Among them, VIP access to Fuerza Regida’s “This Is Our Dream” stadium tour, a “head-turning arrival” at a college football game alongside The Most Interesting Man and a speciality dining experience curated by “Somebody Feed Phil” host Phil Rosenthal. Dos Equis will choose one winner per month between now and July, though it seems that all three anecdotes will be featured in the same ad once college football season arrives.